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Sony Entertainment Network has launched the first free-to-air 24/7 South Asian television channel in the US.

SAB TV, India's premier family comedy channel, is available on channel 23.4 in the New York metro area and channel 44.4 in Dallas/Fortworth, Texas, with a combined reach of over 10 million households.

Its current programming line-up includes popular family shows such as Tarak Mehta Ka Oolta Chashmah, Ammaji Ki Gali, and Gili Gili Gappa.

Jaideep Janakiram, SVP International Business-Head of North America, said: "At Sony Entertainment Television, we continue to lead in ways to make our programming available to the widest audience possible. This free-to-air SAB TV initiative is part of that goal. It's also a unique opportunity for local advertisers to efficiently reach the South Asian target audience in these markets."